Inbound Marketing

A Complete Approach for Attracting, Converting & Closing New Business

Attract Visitors

Convert Leads

Close Customers

Track Results

How Does Inbound Marketing Work?

Inbound Marketing is a complete online marketing methodology. It’s a web based, data-driven prospecting strategy that addresses the changing way that the world is doing business. The power balance between buyers and sellers has shifted dramatically in recent years…giving customers the upper hand when it comes to information. Old methods are becoming obsolete and ineffective.

To be honest, Inbound isn’t the best strategy for every business out there. If you’re not sure, here’s a quick 2-minute business rating tool that’ll tell you if you’re a good fit.

Assuming you’re curious about how inbound marketing works, think of some recent purchases you made. Did you call a salesperson to get some information or did you perhaps take a look around online to compare options. I’m guessing the latter.

Old school traditional marketing methods are INTERRUPTIVE. Think television advertisements, cold calls, or mass emails. These practices are conducted at the whim of the seller, sending sales pitches to people who likely aren’t ready for it, don’t want it, and aren’t interested in the product.

Thankfully, technology is rendering these practices less and less effective…and more costly. Most people bypass television commercials with DVR and install pop-up blockers online. Do-not-call lists cancel out cold calls, and spam protection insures that many mass emails are never even opened.

Inbound Marketing is a complete reversal of the way things have worked in the past. Instead of the old school interruption-based messaging, inbound is about being helpful. Always.

Good marketers might create informative videos that prospects actually want to see. Rather than advertising in magazines, they might create an industry blog that subscribers look forward to reading. Instead of cold calling, write some interesting content so that prospects can learn how to make the right decisions for themselves.

By the time a prospect reaches out, they’re already excited and educated. No sales pitch necessary.

The end result is the creation of a “new-customer-generating machine” that grows returns exponentially over time.

45-Pages All About Inbound

Step 1: Attract Website Visitors

Website Development -Value Driven Design

Value Driven Website Design is based on the fact that the traditional website design process in broken: Tons of up front cost and risk, long time to delivery, long static periods, and all development decisions are based on assumptions.

The Value Driven Design model is structured around continuous website improvement based on data – not the opinion of some developer. The goal is to launch quickly, then add elements from there based on stated company goals and analysis of what is truly working. Costs are spread over time to reduce risk and to greatly improve (and quantify) return on investment.

Buyer Persona Development

You can’t position yourself to meet the needs of your customers without knowing who they are, what they care about, and the challenges they face. Buyer Personas are fictional and generalized descriptions of your ideal customers. By grouping the attributes of the people you are looking to attract, content can be personalized in great detail to appeal to their specific interests, pains and goals. Buyer personas allow marketers to target the right people with offers they’re interested in, using language they’re comfortable with, and showcase in the places and mediums where they access information.

Keyword Research

Keywords are the terms that people use in search engines when they are looking for information or to solve a problem online. Some keywords like “Car Insurance” are very broad and highly competitive, while long-tail keywords such as “Golf Course Flood Insurance in Phoenix” is much more specific and perhaps much easier to rank for. Keyword research is an exploration, based on company goals, to find keywords that present the best ratio of monthly searches versus competition. Writing articles or creating pages without keyword research is likely an enormous waste of time.

On Page Search Engine Optimization (SEO)

Google performs over 3.3 billion daily web searches…you have to set your website up to make it easy for search engines to learn about you. You’ll need an initial SEO audit to define website architecture and identify low hanging fruit like broken links, bad urls, misaligned titles and keyword densities. We need to define the target audience and determine any new page titles and subjects that these personas are interested in. We’ll build internal and external links, track keywords and analytic performance, and later optimize for conversions.

Blogging

A planned and well crafted blog is perhaps the best way for most companies to attract new visitors to their website. According to Hubspot’s 2016 Inbound Marketing survey of over 2,300 firms, companies that blog generate 55% more website visitors, 97% more inbound links, 434% more indexed pages, and 126% more leads than those that don’t. A good blog involves diligent keyword research, targeted content for each buyer persona, and optimized calls to action and landing pages on a regular basis.

Inbound Marketing Channels Remain Most Important Sources of Lead Generation

Step 2: Convert Visitors into Leads

Campaign Creation & Management

Inbound Marketing Campaigns are all about driving traffic to your website and generating leads for your business. The path for visitors to take needs to be carefully crafted with an enticing offer of real value, well designed landing pages encouraging conversion, call to action elements, thank you pages and personalized follow ups or next steps. The best inbound campaigns will never be found if they aren’t search engine optimized based on quality keyword research and on-page SEO, integrated with appropriate social media, and otherwise presenting helpful, enticing, lovable information to your prospects.

Individual Content & Offer Creation

The “offer” is what we’ll present to website users in exchange for their contact information – email address in particular. The offer could be an instructional ebook, a how-to video, access to a private live webinar, or anything else that users will consider valuable and helpful. Leveraging the expertise of our design team as well as the data and resources at Hubspot, we develop comprehensive campaign offer materials for companies as a regular inbound marketing service.

Landing Page Creation

Landing pages are the intended destination where we’ll be directing new inbound marketing traffic. The most successful companies leveraging the power of inbound marketing will have over 20-30 unique landing pages, one for each campaign. Landing pages present an enticing call to action where users can accept whatever the offer of value may be…perhaps downloading an ebook in exchange for an email address, etc. There are specific landing page features proven to help conversion rates, but every company and industry is unique. Ongoing testing and refinement will be necessary to convert the most leads.

Call to Action & Conversion Path Building

The Call to Action is an element of any good landing page, and also may appear on other web pages as well. This is either a button, image or link for users to click. The best calls to action have the highest conversion rates, allowing inbound marketers to track the interests of website users and remarket to them later. A/B testing is always required to refine the design, colors, fonts, positioning, titles, and other elements of a call to action.

Lead Generation Over Time with Inbound

Step 3: Close – Turn Leads into Customers

Email Marketing

Email Marketing has a bit of a bad reputation nowadays…but not within the Inbound Marketing framework. Effective email marketing is not about widespread email blasts to an unsuspecting public. Rather, email lists are populated by users voluntarily because they are interested in the helpful content being provided. It’s not a sales pitch. The emails they are receiving are personalized, based on their expressed or demonstrated interests, and offering helpful solutions for what they are searching for. Email marketing is the most effective means of Lead Nurturing…continually providing value to leads as they make their own decisions on their own time.

Lead Nurturing

Not everyone is ready to pull the trigger and buy now. Over the course of the sales cycle, you’ll need to have a process where prospects are occasionally presented with personalized, captivating and helpful content from your company. This can be done manually, fully automated, or more likely somewhere in between. Based on your buyer personas, content is written in a language your ideal prospects use, about subjects they are going to be interested in. Over time, these leads are ushered further down the sales funnel as they come to learn more and trust your company. There will be opportunities to turn these leads into customers by offering precisely the right thing at the exact right time.

CRM Implementation

If your website is going to be a lead generating machine, it’ll need to be integrated with a CRM (Customer Relationship Management) system. As a Hubspot partner, we recommend those without an existing CRM to consider Hubspot. That said, Inbound Marketing services allow for integrating many other CRMs to populate new leads, assign online behavior to each contact or company, and to segment your population of leads and customers. We’ll integrate Hubspot automated workflows into your CRM system for maximum return on investment.

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